By Frank Kenna
It depends on who you ask. As this image shows, Kellogg’s claimed that their cereal could improve kids’ attentiveness by nearly 20%. They also claimed that Rice Krispies can “help support your child’s immunity.” That is, until the Federal Trade Commission told them that they were over-stepping. As a result, the company has agreed to new restrictions regarding such claims. A FTC spokesman said, “We expect more from a great American company than making dubious claims.”
Now don’t get me wrong; I’m not particularly down on Kellogg’s. In fact, I’m a loyal customer – I’ve had a bowl of Kellogg’s Raisin Bran most mornings for the past 15 years. But to me, their claims are over-reaching, even if technically true. There’s just too much spin here. And it makes me wonder what else they may be spinning about. It seems like they’re over-promising and under-delivering, as opposed to promises by companies such as Apple, who does just the opposite.
If I’m thinking about Kellogg’s spin on messages, I wonder if their employees are too? Do they discount the company’s workplace communications, figuring that if they exaggerate in their advertising, they’ll do likewise internally?
(Image: FTC Website)